Belgium

We meet Juan Ramon, the Managing Founder of REE, the company of single-origin coffee brands based in Belgium importing from sustainable coffee cooperatives of Mexico. He shares how the sales went down immediately as the restaurants and bars that used to order the coffee closed for the lockdown. But the coffee did not stop growing and the farmers did not stop harvesting. So the business had to continue. That pushed Juan Ramon to move from selling coffee as a commodity to a finished product and to improve the webshop which connects original producers to the individual consumers.